Hi Barbie! Marketing at the right time

It is clear that the Barbie phenomenon has been a success. Not only for the release of the movie, but for all the movement that has been created in the last month. The color pink has invaded the heart of THE-ARE and I imagine that it has also entered your closet and your looks this summer.

Pink Power

The color pink has prevailed in the looks of these past weeks. Obvious, at the premiere of the movie and the campaign that has been created prior to the event, but there is something behind all this that has entered our subconscious. It seemed like Barbie was simply a doll, a toy brand, but no. I'm sure that now every time you see something pink you relate it to Barbie and before it didn't cross your mind.

This relationship may be due to the fact that the media and social networks have been filled with pink looks and we have been bombarded (in a good way) with Barbie messages. Do you know what I'm talking about? I'm sure you've seen many influencers wearing their Barbie looks. And if you haven't yet, here are a few that we've loved

MARIA GARCIA DE JAIME

@mariagdejaime

MARIA POMBO

@mariapombo

MARIA FRUBIES

@mariafrubies

Just in time

At THE-ARE we love this, you know what I mean? It's about creating the necessary content according to the consumer's needs. For example, I don't know if you remember our Januarysales campaign, based on the song "Pa tipos como tu" by Shakira.

A publication that we adapted to our campaign and had a reach of more than 300K. The benefits of this strategy are brutal, as it allows us to communicate with you in a way that engages and also generates a lot of interaction through comments, likes and saves.

Specifically, with this publication we got almost 15K accounts interacting and 13926 likes. Bravo for Shakira and her great song! Thanks to this song and its lyrics, the Marketing team was able to create an instant strategy to make it a hit during the sales months. Success team!

Just in time with Barbie

Now that you know what I'm talking about, you will understand that we were not going to be left behind with the Barbie phenomenon. So we were attentive to the trends, songs and events that were created around this movement.

For example, the 90's worldwide hit"Barbie Girl", created by the group Aqua has risen from the ashes and has become a TikTok anthem. Everything comes back and so do the songs.

Check out everything we posted here!!!

👇🏻👇🏻👇🏻

Mattle, the Barbie manufacturing company, has dyed marketing pink, so THE-ARE social media has also been dyed in the trendy color.

Through content on Instagram and TikTok we have managed to join the most trending content prior to the premiere of the film and we were at the exact moment to analyze the looks of our favorite influencers at the event.

Our allies? The influencers

Like always, we love to create content with them and learn about their day to day life. We have always been a friendly brand and we manage to maintain this differential value with our girls.

After Barbie's premiere, we decided to create content with looks and moments from the photocall. For example, we decided to propose María Pombo and Pablo Castellanos as our Spanish Barbie and Ken couple. What a couple! Posting content about a topic that most profiles on TikTok or Instagram are talking about, favors us and the famous algorithm rewards us to appear in more profiles and get the engagement we need.

Click to see the post!!!

👇🏻👇🏻👇🏻

This way, you can see our top posts and comment your opinion, save the content if you love it to repeat it, share it or simply to see it again. We are very cracks in this aspect (among many others) 🤞🏻

The icing on the cake? Accompanying a visual content with a good copy or text that hooks you and keeps you watching the video. In TikTok it is not enough to upload a video with trending music, we need to know what you are thinking so we can give you what you need and you can enjoy everything we publish.